The Branding Game: Playing on the Same Team within a Company

If your employees were sent an anonymous “off-the-record” survey, what would they say about your company? Would your employees know your company or organization’s mission statement? Would they speak highly of your brand, or would they lack loyalty?

According to businessblog.com, a “brand ambassador” is someone who not only buys into your brand, but also promotes it and carries forth its message. You would think employees of a brand would be among its most devoted ambassadors. However, not every company is set up so that employees take on the role of a promoter. This problem happens when a company’s management is not accessible, corporate values are not preached in everyday work manners, or the company (team owner) makes drastic changes without consulting employees (the players).

Let’s make an analogy. It would be most beneficial for all the members of the team to not only know which sport they are playing, but to be playing for the same purpose. Imagine if the quarterback for the Minnesota Vikings didn’t buy into the team? What if, during press conferences about a win or a loss, he sang the praises of another team . . . let’s say the Green Bay Packers? Wouldn’t that seem disconnected? In this instance, inflammatory?

(Note: This is not a personal shot at Brett Farve. His career in playing for these two teams sets up an interesting dynamic that can be translated into the corporate world.)

Take a corporate brand for example. Starbucks trains its employees thoroughly. They even coach per their Green Apron Book how employees should treat customers so that the customer’s experience from store to store is pleasantly consistent. The employee not only promotes the brand, but carries the message of quality products and services.

In his book, The Starbucks Experience, author Joseph Michelli, Ph.D., describes just how well the Starbucks strategy works. The employee is motivated. The employee buys in. You get a better
experience from the happy employee. The brand thrives.

When you order your next caramel macchiato or skinny cinnamon dolce latte, think about your employees and how you promote brand ambassadorship in your company or organization.